Exploring breakthrough innovation ideas in mainstream dry dog food.
Our client partner had visions of moving their brand within the category from a value brand to one which was differentiated and distinctive within the dry dog food category. They needed us to help understand the range of their brand, how to build the foundation to the architecture, attract new customers and how to innovate in a way that was both relevant to their current base but their new consumers as well.
We deeply explored all aspects of the multi-faceted relationship between dog owners and their dogs; in particular the tensions, motivations and drivers behind their food choices.
We deconstructed the category to get a clear picture of how the brand and the brand’s full range is perceived and experienced, and how it fares against the competition. We explored the different levers that create differentiation within the category and measured how the brand currently performs against them.
We introduced owners to three different innovation ideas and concepts, focused on creating a deeper connection with the brand based on trust; trust that the brand is balancing their need to provide a food their dogs deserve at a price that fits within their budget.
The Sound helped the brand refresh its proposition and drive growth by exploring brand innovation ideas in mainstream dry dog food.
Maintaining Category Leadership
With new trends and knowledge impacting how and what people feed their pets, our client wanted to better understand what were the core drivers and motivations for considering to switch to ancestral petfood - what offerings were resonating and what what driving consumers to try it.
Is there enough demand to support an additional Natural brand in Southern Europe? Is there enough differentiation between the new and existing Natural brands within the portfolio to prevent cannibalization? Is the new brand’s positioning relevant and resonant? Identifying demand spaces and differentiation in pet food!
Our clients needed to continue to separate themselves from their competitors. They needed to create clear brand distinction and inspire owners to move beyond product focus to a more holistic approach to their pet’s well-being.